Stonebridge Realty content program

Challenge

Stonebridge Realty sells homes across three San Francisco neighborhoods. Its website listed properties well but said little else. Buyers who were not ready to act left after one visit and did not come back.

The agency wanted content that helped buyers choose a neighborhood, and that brought in people who were serious about buying.

Approach

We started with the sales team. Agents shared the questions buyers asked on every tour. Parking, schools, noise, commute times and resale values came up again and again. Those questions became the editorial plan.

Each month, two neighborhood guides went live. Every guide had a map, real commute data and a short section on what the agents see most often. A local agent reviewed each article before it went live.

We also added a simple form at the end of each guide. It offered a neighborhood walk with an agent, not a generic newsletter. That kept the leads close to what the team could sell.

Result

Organic visits rose 112 percent in six months. Article pages produced 41 qualified leads, and the sales team reports that most of them asked about specific streets, not general prices.

The team has now added a monthly market note, written by the same editor, to keep the guides up to date.

The program took six months to set up and run. The editor keeps a shared list of questions from every tour, so each new article starts from a real buyer’s question. Agents now send each guide to their own buyers, which keeps the content in use long after it is published.